NCAA "Made Here" Media Day
For the NCAA "Made Here" campaign, we built a custom dorm set to reflect each Team USA athlete's university, spotlighting where their Olympic or Paralympic dreams flourished. This campaign celebrated their journey to the 2024 Paris Games and the schools that helped to shape their success.
Results
Upon arrival to the NCAA set, each Team USA athlete was greeted with a customized set that was decorated with their collegiate gear. So many athletes were ecstatic to come to our space and took their own photos to commemorate their visit. Of the 50 athletes that came through, we captured unique concepts with each and included compilations for conferences and colleges as well for the schools or conferences to cross-post. The "Made Here" content allowed for NCAA to stay in the conversation with owned content throughout the Trials, Olympic Games and Paralympic Games.
Strategy
The "Made Here" campaign focused on leveraging the rich narratives of athletes' collegiate experiences to amplify the NCAA's message. Knowing we would have a limited amount of time and limited of space at the Team USA Media Summit in NYC, we wanted to create a set where we could capture a variety content that was completely customized to each athletes' experience. We landed on a retro-style college dorm recreation, which is a shared experience for almost any collegiate athlete.
Process
Within the space of the dorm we came up with six unique concepts, each tailored to spotlight individual student athletes and their journeys. With just five minutes of capture time per athlete, we carefully matched specific concepts to each athlete's unique story, utilizing archival assets if available. The variety of capture opportunities and the customization within the space for each college, allowed us to generate diverse content for NCAA to share throughout Trials and the Games, maximizing engagement and storytelling potential.
Results
Upon arrival to the NCAA set, each Team USA athlete was greeted with a customized set that was decorated with their collegiate gear. So many athletes were ecstatic to come to our space and took their own photos to commemorate their visit. Of the 50 athletes that came through, we captured unique concepts with each and included compilations for conferences and colleges as well for the schools or conferences to cross-post. The "Made Here" content allowed for NCAA to stay in the conversation with owned content throughout the Trials, Olympic Games and Paralympic Games.
[Fresh Tape Media's] unmatched energy and positive vibes brought an extra layer of enthusiasm to the work. Thank you for your hard work and incredible partnership!
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